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Clothing ad
Ads for tailored suits of the business executive were by means not confined to the late 1950s and 1960s.
Advertisements in El Gráfico in 1955
Helpful to look at what products were pitched to men, and how masculinity is portrayed.
Advertisements from El Hogar (August 13, 1915)
The first advertisement is one of the earliest advertisements for soccer goods from the popular store Gath & Chaves. The second is an advertisement for chocolate that draws upon negative stereotypes of a black woman as a nanny for white children…
Advertisement for Seijo
Seijo is also the name of the club President, who seems to have made his fortune in various businesses such as real estate and glass products. Either way, this ad shows off refined men's fashion in the club magazine.
Advertisement for inaugural Campeonato Argentino de Fútbol Infantil
Advertisement for the first Eva Peron Youth Soccer Tournament
Advertisement for fútbol on television
Also of note are the number of fútbol shows on television
Advertisement for 1944 Carnival
This ad is another example of how closely tied tango music and fútbol became as both forms of popular culture gained prominence by the 1944 as representations of national identity.
Advertisement
Ads featuring fútbol players and fútbol lexicon were designed to capture the attention of male sports fans. Here, Fixina promises men that their hair will stay in place when they play fútbol.
Ads in the special August issue, 1950
This particular issue is interesting because it attracted a wide range of sponsors, which saw an opportunity to reach a larger audience due to the new stadium's opening and the special issue of Racing. As a result, the ads here were not directed to…
Ads in May, 1950
This magazine was aimed at a wide audience, unlike El Gráfico
Ads in January, 1952
These ads were aimed at readers of El Gráfico, most of whom were middle-class men.
Ads in January, 1950
This magazine was aimed at a wide audience, unlike El Gráfico
Ads in January and February, 1970
The most noticeable shift in advertisements from 1955 to 1970 is the shift from the collective (family, brotherhood) and personal grooming to the individual, with a focus on cars, music, outdoor adventure, and a man's partner (families are…
Ads in February, 1950
This magazine was aimed at a wide audience, unlike El Gráfico
Ads in December, 1970
Christmas season ads.
Ads in December, 1955
These ads were aimed at readers of El Gráfico, most of whom were middle-class men. The ads change, however, in December, as Christmas approaches. They now focus on children and spouses and less on male hygiene.